I’ve come across an interesting experiment that captured consumer reaction to the 3DTV experience.

I’ve come across an interesting experiment that captured consumer reaction to the 3DTV experience.

The Nielsen Company invited consumers in Las Vegas, Nevada to watch a 30-minute 3D reel featuring sports, nature, comedy, a music concert, movies and video games and then weigh in on the content.

No surprise – the majority said it was better than 2D. But what’s really interesting is why. They didn’t only like what they saw … they liked how the 3DTV experience made them feel.

Here’s what they found:

-6 out of 10 participants agreed the 3D content was better than their current 2DTV viewing

-48% found 3DTV more engaging

-57% found 3DTV made them ‘feel like they were part of the action’

-48% felt ‘closer to the characters’

These reactions speak to the immersive nature of 3D television. The journey into the third dimension is not only visual – it’s emotional.

For example, our editor Brian Mann and I were checking out a 3D stock footage demo of a waterfall a week or so ago. As I sat in my chair and watched the water flow over the rocks, it was like I was sitting in the middle of a forest right next to it, about to toss a rock into the stream.

I’ve seen a lot of waterfall B roll in my life … but I’ve never felt like that.

More and more people are demanding this superior experience from their home entertainment.

Here’s what the Las Vegas participants wanted to see more of:

File 171

Nielsen study: participants were exposed to 30 minutes of 3D content in Las Vegas, Nevada.

Another Nielson survey asked 27,000 online consumers from across 53 countries if they currently owned or will purchase a 3DTV in the next 12 months.

The good news for 3DTV:

-15% ‘probably will purchase’

-9% ‘definitely will purchase’

-4% already own a 3DTV

But there’s a ways to go:

-21% are still undecided

-19% ‘probably won’t purchase’

-33% ‘will definitely not purchase’

Many consumers are still skeptical about 3DTV. It’s a fact. And it’s a fact that we shouldn’t ignore.

But look at how far we’ve come in just a year.

Last January it would have been next to impossible to purchase a 3D TV for your home. Fast forward to the 2010 holiday season, when 3D home entertainment systems popped up in every major electronics store.

And availability isn’t the only thing that’s improving: the technology out there is getting better and cheaper.

What the future holds…

As 3DTV evolution and accessibility continues to grow, so does the opportunity for great storytelling in a whole new dimension.

And the more people who experience how meaningful this experience is, the more momentum 3DTV will gain.

Ian Herring, President